We don’t look at luxury the way we used to. What once felt like an easy splurge now comes with resale tags and a little hesitation. If you’ve been eyeing a Rolex or slipping into Lululemon, you’ve probably noticed the shift too: prices softening, dupes everywhere, and a culture that questions whether the logo is worth it. Let’s take a closer look at what’s really going on.
Secondhand Prices Aren’t Holding Like They Used To
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Used Rolex watches used to be stable investments, but they have been losing value fast. Platforms like Chrono24 and WatchBox reported 20%–30% dips in recent years. That drop signals a decline in consumer confidence and a shrinking pool of buyers willing to pay top dollar for a logo on a pre-owned wrist.
Lululemon Has A Dupe Dilemma
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You can spot Lululemon copies almost anywhere now—on TikTok feeds, in Amazon carts, and on Target racks. People test them out because they’re close enough in look and feel, at a fraction of the price. The brand still wins on quality and fit, but when dupes are everywhere, that edge doesn’t feel untouchable anymore.
Luxury Storefronts Are Disappearing
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High-end streets in cities like Hong Kong and San Francisco tell the story best. Iconic fashion houses are trimming staff or converting once-busy locations into appointment-only showrooms. Fewer people are wandering in to browse $3,000 jackets just for fun, and even fewer are pulling out their wallets.
Millennials And Gen Z Are Looking Elsewhere
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Millennials and Gen Z aren’t chasing Louis Vuitton the way older generations did. Many scroll Depop for vintage, swap pieces with friends, or decide they don’t need luxury at all. Big logos don’t mean as much anymore. What matters is whether something feels sustainable, personal, and true to their own style.
Smartwatches Outpace Status Watches
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Luxury watch sales have been slipping, while smartwatches are seeing record shipments. Apple’s wearable tracks heartbeats, answers texts, and costs less than a Rolex. For a lot of buyers, that’s enough.
Gourmet Brands Are Struggling With Foot Traffic
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High-end chocolate shops, craft bars, and Michelin-starred restaurants aren’t drawing the same crowds. Even in cities built on luxury dining, closures are becoming more common as spending shifts from nights out to experiences at home.
PR Moves Aren’t Masking Financial Reports
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Brands like LVMH and Richemont still run strong campaigns, but when earnings hit, the cracks show. Kering has already signaled caution, especially in Asia. Richemont’s wholesale numbers have dropped. The tone has shifted from expansion to damage control.
The Market In China Has Lost Momentum
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China was once the engine driving luxury’s global growth, but that push has weakened. Demand has slipped for several quarters, and major cities show clear signs of softening. Each new collection now feels like a risk, and without China’s strength, the industry’s safety net is far less secure.
Tariff Talk Is Making US Buyers Skittish
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Rumors of new tariffs have been floating across headlines for months, and luxury brands are paying attention. American shoppers are waiting to see if buying abroad or online will become cheaper. That uncertainty is enough to pause purchases that used to feel urgent.
Luxury’s Cultural Clout Isn’t What It Was
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Luxury logos still exist, but they no longer sit at the center of culture. The real pull now comes from places like social platforms, creative projects, and smart ideas that spread fast. A belt or handbag might turn heads, but attention is moving toward voices and work that feel original.
Brands Are Turning To Layoffs And CEO Shakeups
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Gucci’s parent company, Kering, recently announced leadership changes and strategic pivots after a steep sales drop. When a 24% fall in revenue leads to hiring a new CEO with an auto industry background, it signals turbulence.
The Luxury Real Estate Boom Isn’t Universal
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High-end real estate is still moving, but it’s not one-size-fits-all. Coldwell Banker reports a growing split between “pay anything” buyers and bargain-seekers. The latter group is larger than it used to be. It turns out that even million-dollar homebuyers scan listings a little more cautiously.
Luxury Isn’t Immune To The Creativity Slump
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Shoppers have noticed when luxury lines start to repeat themselves. Prices keep going up, but the designs? Less so. With collections starting to blend together, consumers wonder if it’s worth sticking around for a logo when the creativity feels stuck in first gear.
Even The Ultra-Rich Are Pulling Back
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When the top tier of buyers shows signs of restraint, the impact echoes across every part of the luxury ladder. Surveys like the Saks Global Luxury Pulse and Agility Research report declines in spending intention among the ultra-wealthy.
Costco Is Winning Quiet Battles Against Big Brands
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Costco isn’t usually part of the luxury conversation, but it’s carving out space anyway. Shoppers who care about value are picking up leggings, jackets, and even travel gear there instead of paying premium prices elsewhere. For many, the label on the tag matters less than the quality they can see and the price they can trust.